The existence of a variety of terms used to describe “naturals” was clear at the onset, as were an array of opinions regarding relative value. Naturals are across all industries, according to McDonald, and are described with such variable nomenclature as natural and organic, nature-derived, and nature-inspired (which are 100% synthetic). “Sometimes you’re dealing with real naturals, and other times it’s water with natural extracts,” said McDonald.

This may or may not be the case when “standards of credibility for naturals have become fuzzy,” said McDonald. Seplowitz contended, “Both naturals and man-made chemicals have a place in the market, and it’s important to stress that it really is safe in its intended use, whether it is natural or a blend.”

“The consumer is leading the drive for naturals, and people are questioning how things are grown, farmed and formed,” added Aftel.